Collaborative British Fashion Lines

Samsung Electronics collaborated with E.L.V. DENIM for the British luxury brand’s debut at London Fashion Week with a presentation titled “The Journey.” The show traced E.L.V. DENIM’s evolution from its first upcycled jeans in 2018 to a comprehensive ready-to-wear collection encompassing shirting, tailoring, leather, and evening wear. Samsung’s Series 6 Washing Machines and Tumble Dryers served as the backdrop, underscoring energy-efficient features that reduce power consumption and mitigate the release of plastic microfibers during laundry cycles.

E.L.V. DENIM’s production model is structured around six core stages—sourcing, washing, grading, pairing, cutting, and sewing—each designed to uphold principles of upcycling, local manufacturing, and transparency. Founder and Creative Director Anna Foster highlighted that the brand produces high-end garments at scale entirely from 100 percent post-consumer waste, positioning itself as the first denim label to offer built-in seam allowances for effortless tailoring. Samsung’s laundry innovations, including AI Energy Mode, EcoBubble™ technology, and the Less Microfiber cycle, complement this approach by extending garment lifespan, cutting energy usage by up to 70 percent, and reducing microfiber release by as much as 54 percent.

Image Credit: